Alcohol Consumption at Home - US - July 2012

With total U.S. sales of nearly $86.3 billion in 2011, the market for alcoholic beverages for off-premise consumption has recorded relatively steady growth during the past five years, increasing 5.1% in 2011 compared to 2010’s $82 billion, a 3.2% increase from 2009.

In addition, the market for cocktail mixes recorded sales of $491 million in 2011, down 0.8% from 2010. With expectations that home cocktail parties will continue to be a popular off-premise alcohol consumption occasion, Mintel forecasts this market will increase to $495 million in 2012, the level of sales it recorded in 2010.

In this report, Mintel presents sales trends of the off-premise alcoholic beverage market as well as by type of alcohol to provide context for trends in alcohol consumption at home. The heart of the report is Mintel’s exclusive consumer research and analysis including:

Comparisons of alcohol consumption at home versus consumption away from home

Exploration of alcohol consumption at home by type of drink and frequency of consumption

Shifts in alcohol consumption at home, as well as occasion-based motivators for use and other factors that influence purchase (i.e. health)

Key issues, such as obesity and health concerns, that are changing consumer alcohol consumption habits and how the industry can respond

Whether on-premise efforts to attract consumers to drink away from home are proving effective and how off-premise marketers can counter such efforts with promotions centered on at-home occasions for alcohol consumption

The slow economy’s impact on consumers, and, in turn, alcohol use and market sales

A look at innovation in alcoholic beverages by number of new products for each type of alcohol, as well as identifying trends among the most widely used claims as they differentiate by type of alcohol

What's included

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Table of contents

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Advertising creative

Abbreviations and terms

Abbreviations

Terms

Executive Summary

The market

Figure 1: U.S. Total retail sales and forecast of market, at current prices, 2006-16

Forecast

Figure 2: U.S. Total sales and fan chart forecast of market, at current prices, 2006-16